How did Friends come to do so well? The standard story is a variant on the Puritan one: Quakers became wealthy by working diligently; extending their experimental approach to religion to invent new industrial technologies; trading honestly (thereby attracting customers); making productive use of transatlantic kinship networks; and living frugally, without money-drains like drinking or gambling, thereby freeing up money for savings, investment, and philanthropic giving to Quaker-run institutions. All of that may be true, but is at best partial. The unspoken “rest of the story” has two pieces: land and slaves.

I’m sure I’ve read this article before (I unconsciously summarized it this past May) but I think it’s an important discussion to rethink every so often.

Just a moment…

www.friendsjournal.org

The restaurant chain Red Robin recently made a fifteen-second TV ad whose joke is that its veggie-burgers are perfect for customers whose teenage daughters are “going through a phase.” It’s had rather limited airplay (it’s the 450th or so most run ad in the past 30 days) but still, Business Insider ran a piece on it which claimed that “the chain managed to insult all potential vegetarian and vegan customers” with the ad. For evidence, it cited three mild comments on Red Robin’s Facebook page. Fair enough.

But then the page-view-whores at Huffington Post saw the BI piece and wrote that Red Robin is “under fire for dissing vegetarians,” still citing just those Facebook comments. Under fire? For three comments?

Sensing fresh (veggie?) meat, Phillymag links to HuffPost to claim that ”vegetarians and vegans far and wide are freaking out” and that a boycott has been declared. The author tells us that “‘Offended’ gets tossed around so rapidly” and it must be true, right?, as she uses it three more times just in her opening paragraph. It’s a pity that none of the three Facebook commenters were considerate enough to actually use the words “outrage” or “boycott.” One described the ad as “disappointing” (ouch!). Another used the word “dissatisfied” (zing!), though he was speaking not about the ad per se but rather a recent visit to the restaurant.

Seems like if there is an epidemic of offended-ness going on, we might take a look at the desperation of what passes for modern journalism these days. Offended-ness must get page views, so why not be offended at being offended? (I imagine some hack further down the pageview food chain is right now reading the Phillymag piece and typing out a headline about the worldwide vegan army issuing a fatwa on the teenage daughters of Red Roof executives.) Is this really the kind of crap that people like to share on Facebook? Do Internet users just not follow links backward to judge if there’s any truth to outrage posts on outrage? I usually ignore this kind of junk even to read past the ridiculous headline. But the phenomenon is all too ubiquitous on the interwebs these days and is really so unnecessarily divisive and stereotype-perpetuating.

So you’re ready to ditch a non-performing site for one more dynamic, something that will attract customers and interact with them. Here’s five tips for building a self-marketing website!

One: Useful Content for your Target Audience
Give visitors a reason to come to the site. Text-rich, changing content is essential. In practicality, this means installing a blog and writing posts every few weeks. You’ll see measures like “keyword relevancy” increase instantly as excerpted text shows up on the homepage. Add videos and photos if your company or team has that expertise, but remember: when it comes to search, text is king.

Two: Give away something valuable or useful
Many smart marketing sites feature some free giveaway right on the homepage: a useful quiz, professional analysis, a PDF how-to guidebook. A builder I worked with went to the trouble of posting dozens of floor plans & pictures to their website and compiling them into a PDF book, which they gave away for free. The catch in all this? You have to give your contact information to get it. Once the free material has been compiled, the site runs itself as a sales lead generator!

Three: Ask yourself the Three User Questions!
It’s amazing how focused the mind gets when you actually sit down to define goals. Just about every website can benefit from this three-step exercise:

1. Who is the target audience?
2. What would draw them to the site? 
3. What do we want to get from them?

Get a group together to through your website page by page these questions. Brainstorm a list of changes you could make. You’ll want to end up with Defined Goals: what quantifiable actions do you want visitors to take? It might well just be the successful completion of a contact form.

Four: Test Test and Test Again
Many small businesses now get a lot of their customers from their websites. Your website is an essential piece of your marketing and publicity and you need to be smart about it. Compile together your favorite site-improvement ideas and make up  alternate designs incorporating the changes. Then use a tool such as Google Website Optimizer to put the alternatives through their paces. Which one “converts” better, i.e., which design gets you higher percentages in the Defined Goals you’ve set? Once you’ve finished a test, move on to the next brainstorming idea and implement it. Always be testing!

An extensive series of tests of one site I worked on doubled it’s conversion rate: imagine your company doubling its internet sales? It is completely worth spending the time and effort to go through this process.

Five: Don’t Be Afraid to Get Professional Help
If you need to hire a professional to help you through this process you’ll almost certainly get your money’s worth! A recent projects cost the customer $6000 but I was able to document savings of $100,000 per year in his publicity costs! See my piece “What to Look For in SEO Consultants” for my insider-advice to how to pick a honest and competent professional web publicity consultant.

The site’s on a bit of a budget so it’s a simple design, with colors and general look-and-feel borrowed from a site the client likes. Simple editing comes via CushyCMS. When customers click to buy, they are sent to Paypal for the actual transaction and then forwarded to E‑Junkie, which provides the automated and integrated PDF download.

Visit the site: Office Manager’s Guide to Hiring the Best Cleaning Service

Only, this isn’t quite true. To find someone you have to call their house, their workplace, their cellphone. What you are really calling isn’t the person but one of their phones. Much of the time you end up with voicemail.

Well, the promise of the geolocation revolution has been taken to its logical conclusion. I’ve finally gotten my invitation to Google Voice, formerly Grand Central, the personalized telephone switching service that the big‑G is opening up to U.S. customers this summer. It’s free and it gives you the ultimate in virtuality: a phone number that is not connected to any phone. When people call your Google Voice number, any number of phones start ringing. Which one you answer depends on your geography and convenience.

I have three phones set to ring on Google Voice calls depending on the type of call: my cell phone, my home phone and my computer (a Skype plan with it’s own incoming phone number). If I’m dissatisfied with the phone I’m on I can press the star key to have all my phones ring anew and transfer the call seamlessly (a very addictive past-time).  It’s a fascinating evolution of the phone into a virtual communication device.

Intrigued? You can sign up for a Google Voice invite from its site. It’s not a perfect system. To use it most effectively requires changing your phoning habits and making a very serious switch. I suggest Lifehacker’s guide “How to Ease Your Transition to Google Voice” as a good place to start.

A video post about using free Google tools to understand your website and customers. Focuses on Google Webmaster Tools, Google Analytics and Google Website Optimizer.